84% of Consumers in Indonesia are willing to see ads in exchange for free streaming video
September 2, 2020
Jakarta, Indonesia, September 3, 2020 -- Integral Ad Science (IAS), the global leader in digital ad verification, today released the results of a new research report exploring 'The Impact of Stay-at-Home Behaviours on CTV’ among Indonesian consumers. Connected TV (CTV) has become mainstream in Indonesia with 7 in 10 consumers having access to it and a whopping 92% of consumers have increased their consumption of streaming content during the COVID-19 pandemic.
The report shows that mobile dominates as the overall digital medium of choice for Indonesians, with 76% of consumers using mobile to stream video. The report also showed that there is a growing adoption of CTV with 29% engaging with this medium for video content consumption. Interestingly there is strong adoption amongst CTV users for both subscription and free ad-supported content, 83% have added a subscription service this year and 89% have added free streaming to their repertoire.
With 8 out of 10 respondents willing to see ads in exchange for free streaming video, the quality, context, and relevancy of ads become key in increasing engagement. In response to the quality and relevancy to the ad being seen during the streaming of the video, almost 6 out of 10 respondents said they prefer high-quality ads (ads appearing in a high-quality environment) when they are watching free streaming video content and more than half of them (56%) said that the ads must be relevant to the content they are watching. Contextual relevance of ads in streaming content helps maintain consumer attention, the majority of consumers (75%) interviewed are likely to view an ad to completion if the ad is relevant to the content they’re engaging with.
“The majority of Indonesian consumers who use CTV show a strong new appetite for watching ad-supported free content. This gives advertisers a real opportunity to connect with consumers via this high growth medium,” said Laura Quigley, SVP APAC, IAS. “We expect ad spend on CTV to increase through the remainder of 2020 and we advise that Indonesian advertisers have a world-class fraud mitigation strategy for both their mobile and CTV buys to protect their investments from being wasted on non-human impressions”.
The ‘Impact of Stay-at-Home Behaviours on CTV' report by IAS provides insight into consumer perceptions of Connected TV and streaming video content consumption.
Integral Ad Science (IAS) is the global leader in digital ad verification, offering technologies that drive high-quality advertising media. IAS equips advertisers and publishers with both the insight and technology to protect their advertising investments from fraud and unsafe environments as well as to capture consumer attention, and drive business outcomes. Founded in 2009, IAS is headquartered in New York with global operations in 18 offices across 13 countries. IAS is part of the Vista Equity Partners portfolio of software companies. Contact Pooja Singh at [email protected] for more information